YMCA Digital Media and Search
Shifting to an online approach results in more awareness and program participation
About The Organization
The YMCA of Greensboro is a warm, friendly environment where people of all ages, races, faiths, beliefs, and physical and financial abilities participate in worthwhile programs and meaningful experiences that make a positive difference in their lives. The goal of the YMCA of Greensboro is to turn no one away because of inability to pay and to provide scholarships on a sliding scale to keep their membership and program fees affordable for those who desire to become a member of the YMCA family.
The Greensboro Y has a ton of programming and membership initiatives throughout the year, both for the region as well as individual locations. Promoting everything via traditional means such as direct mail has proven to be a big challenge and can cost a lot more than digital promotion. With much of the world shifting to online promotion, the YMCA knew they needed to expand into digital advertising.
In collaboration with the Y’s marketing team, Fungi strategized on an annual plan to increase membership and program awareness throughout greater Greensboro. Our approach started with social media promotion, designing animated ads (sample below) and honing in on users in the local geography. More recently, the YMCA enrolled in the Google Grants program, which allows non-profits to advertise in Google for their target terms at no charge. Fungi worked with the Y team to get them approved for the program and manages their campaigns on a monthly basis to make sure they keep in compliance, while reaching more local searchers.
Since launching the Facebook Ad campaigns, the Greensboro YMCA has reached over 136,000 people in the greater Greensboro region resulting in over 10,000 visits to their website (from Facebook and Instagram) and over 3,500 goal completions (membership applications and program participation). While Google Grants only recently kicked off, the subsequent traffic and visibility has already started generating memberships, participation in programs as well as group exercise classes.
Marketing And Communications Director
“Fungi Marketing has been such a great team to work with. As a nonprofit, we work on a limited budget at a very fast pace, and Ryan is always available to consult on how best to leverage our dollars for the most impact. We have worked with his team on social media ads, and they recently led us through the Google Grants process… so we now have Google Ads running for the first time in our association’s history! I would highly recommend Fungi Marketing as an excellent resource for any of your digital marketing needs. – YMCA of Greensboro”